|Title||MUSIC THE WAY THE ARTIST INTENDED|
|Brand||BEATS BY DR. DRE|
|Product / Service||BEATS STUDIO WIRELESS & BEATS PROS|
|Category||A04. Use of Licenced or Remastered Music for a Brand or Campaign|
|Entrant||R/GA Shanghai, CHINA|
|Idea Creation||R/GA Shanghai, CHINA|
|Production||R/GA Shanghai, CHINA|
|Kim Jerbo||R/GA||Associate Creative Director|
|William Esparza||R/GA||Executive Creative Director|
|Abram Stizer||R/GA||Executive Producer|
|Kenwyn Forgenie||R/GA||Account Manager|
|Matthew Luhks||Beats By Dr. Dre||Global Brand Director|
|Diallo Marvel||Beats By Dr. Dre||Director of Advertising|
|Peggy Dai||Beats By Dr. Dre||Relationship Manager|
|Din Zheng||Beats By Dr. Dre||Brand Marketing|
|Jason White||Beats By Dr. Dre||VP Marketing|
|Faye Yu||Beats By Dr. Dre||APAC Digital Marketing Manager|
Giving viewers a glimpse into JJ Lin's creative process, using Beats as a thread that connects the artist's recording process with the listener's experience. Creation of a short piece conveying the message of 'music the way the artist intended', compelling fans to try headphones to get the full experience of JJ Lin's newest album.
The video was launched at the Beijing Sound Symposium, before JJ Lin's panel discussion on evolution of the music industry in China and his own live performance. It was released online, and pushed again when JJ Lin's album was nominated for 4 Golden Melody Awards, winning in the categories of Best Male Singer and Best Producer.
Hundreds of thousands of views online and offline. Launched simultaneously on social media platforms throughout Asia, and in pop-up listening experiences in different cities throughout Greater China, where fans could watch and listen to this video, as well as JJ Lin's entire album, and recent MV's. Reached peak viewership and engagement when JJ Lin's album was nominated for four Golden Melody Awards, and received two of those awards, for Best Producer, and Best Male Singer.
Beats By Dr. Dre has been an integral part of JJ Lin's newest album. This video and the accompanying song describes that intimate relationship, as well as the role of headphones in his creative process. They help JJ Lin to compose, sing and produce music that allows his fans to hear just what he hears, and feel what he feels when he sings it.
A prime example of how Beat's supports and collaborates with local artists in Asia throughout their entire creative process, from the conception of JJ Lin's album, to this video, to his role in the Beijing Sound Symposium, to the pop-up listening experiences in the months that followed. All culminating to show that Beats By Dr. Dre is striving to put a premium audio experience within the reach of the general public, so they can "hear music just as the artist intended."